Ethos

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Transcript of Ethos

EthosWhat is Ethos?Where is the Ethos?Using EthosA person will try to gain your trust through celebrities, their reputation, their knowledge of a subject, or some common ground between them and you. Ethos can also be used with the other two points of the rhetorical triangle: pathos and logos.Ethos is the credibility of an author or speaker. Such as Mike Tyson or Morgan Freeman, they are famous people and have many fans who would buy products that they advertise just because they are big fans."Our expertise in roofing contracting is evidencednot only by our 100 years in the business and our staff is qualified technicians, but in the decades of satisfied customers who have come to expect nothingbut the best.""My three decades of experience in public service, my tireless commitment to the people of this community, and my willingness to reach across the aisle and cooperate with the opposition, make me the ideal candidate for your mayor."Where is the Ethos?Where is the Ethos?The US President giving the State of the Union addressWhere is the Ethos?A CEO speaking to his or her employees.What is Ethos?We are more likely to believepeople who have good character.We are also more likely to be persuaded by someone who hascommon grounds with us such asage or language.Characteristics of EthosEthos is measured around 4 related characteristics: Trustworthiness, Similarity, Authority, and Reputation or Experience TrustworthinessIf an audience trusts you, then they expect that what you are telling them is true.

Your trustworthiness is measured throughbeing honest, moral, generous, or benevolent.SimilaritySimilarity is the common ground or whatyou have in common with the audience. Suchas your language, mannerisms, and your overallstyle to match your audience.

Some characteristics you may share with your audience are: age, gender, race, citizenship,career, or personality.AuthorityThe greater a person's authority, whetherformal, like the president, or moral, such as the Dalai Lama, the more likely an audience will listen and be persuaded.